Strategic Communication Team Places Fourth, Wins $1,500 in Adobe Digital Analytics Competition

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More than 160 Entrants Competed in the National Contest

Columbia, Mo. (Nov. 29, 2012) — A team of Missouri School of Journalism students placed fourth and won $1,500 in the national Adobe Digital Analytics Competition (DAC).

Team “Xfinite to Win It” competed against more than 160 entrants to win one of the six finalist positions. Strategic communication juniors Chris Knutson, Brian Reitz and Erin West represented the School at the company’s new division headquarters in Lehi, Utah.

Chris Knutson, Erin West and Brian Reitz

Missouri undergraduate students Chris Knutson, Erin West and Brian Reitz display their fourth-place prize won in the 2012 Adobe DAC competition.

Adobe DAC is an event where student teams analyze an actual company’s website using Adobe SiteCatalyst. After performing the analysis, teams then present their findings and recommendations to a panel of Adobe judges, who in turn choose a group of finalists to present at the competition’s final event. This year the student participants worked with Comcast’s Xfinity.com website.

All other finalist teams were comprised of MBA students from Northwestern, Brigham Young, Massachusetts Institute of Technology, Chicago, Texas, UCLA, Cal-Berkley and New York universities.

Brad Best, advertising editor of the Futures Lab at the Reynolds Journalism Institute, directed the project.

“Employers want to hire recent graduates and interns who have these types of digital skills,” said Best. “Adobe provided an incredible opportunity for students to learn digital analytics using real data from a real client. This is another great example of the hands-on opportunities available to Missouri journalism students.”

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